{"id":23085,"date":"2021-02-23T22:03:28","date_gmt":"2021-02-23T22:03:28","guid":{"rendered":"https:\/\/www.africa-press.net\/kenya\/?p=23085"},"modified":"2021-02-23T22:03:28","modified_gmt":"2021-02-23T22:03:28","slug":"why-sameer-made-u-turn-on-its-tyre-business","status":"publish","type":"post","link":"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business","title":{"rendered":"Why Sameer made U-turn on its tyre business"},"content":{"rendered":"

AfricaPress-Kenya:<\/strong> Faced with the option of selling the trademark of the iconic Yana tyre brand, Sameer Africa opted for a comeback.<\/p>\n

The tyre business, which the listed firm exited less than a year ago, is estimated to have led to losses of Sh1 billion in the last two years.<\/p>\n

And it was a painful exit. The tyre venture was one of billionaire Naushad Merali\u2019s \u2013 the majority owner of Sameer Group \u2013 passion projects and Sameer Africa\u2019s core business.<\/p>\n

It marked the end of an era for what was Kenya\u2019s only tyre manufacturer that once employed more than 30,000 people both directly and indirectly.<\/p>\n

Sameer Africa Managing Director Peter Gitonga, who has been at the firm for 35 years, described the exit as one of the most heart-wrenching business decisions<\/p>\n

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Very passionate<\/strong><\/p>\n

A decision, however, that had to be made despite dedicating a huge part of their lives and billions of shillings into growing the business.<\/p>\n

\u201cMerali was very passionate about it \u2026 all of us were,\u201d he told\u00a0Financial Standard\u00a0in an exclusive interview.<\/p>\n

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\u201cWe came here very young, got married and raised families.\u201d<\/p>\n

Merali entered the tyre business in the late 1980s after acquiring Firestone, which was incorporated in Kenya in 1969.<\/p>\n

To observers, the closure of the tyre business added to the growing heap of failed ventures by one of Kenya\u2019s shrewdest deal makers.<\/p>\n

Merali, whose net worth is Sh39 billion ($370 million), according to Forbes 2015 Africa\u2019s Richest report, is famed for making quick divestitures from businesses showing weak financial performance.<\/p>\n

But what has informed the surprise comeback? How will Sameer make the business profitable again?<\/p>\n

After exiting the tyre business, the firm shifted focus to its property portfolio.<\/p>\n

Gitonga talks of a four-year plan, riding on the success of turnaround efforts achieved last year.<\/p>\n

After four years, they\u2019ll review progress and if the business will have picked up, they might even reopen the local manufacturing plant that was shut in 2016 as production shifted offshore.<\/p>\n

\u201cThere\u2019s also the demand for the Yana tyre brand,\u201d he said.<\/p>\n

\u201cWe\u2019ve come a long way to reach that decision. We had said no more tyres, but the demand became too high.\u201d<\/p>\n

Investors at the stock market, however, remain sceptical. Before the announcement, Sameer Africa shares were trading at Sh2.91 but have largely been stuck at Sh3 since.<\/p>\n

The firm is also starting from zero tyre stock. Back when they had a manufacturing plant, 55,000 tyres hit the market monthly, but following the closure, the figure came down to about 20,000.<\/p>\n

The return to the business is to be done in phases. Sameer Africa will do offshore manufacturing to supply both Yana and Summit brands, hoping to regain market share and grow sales volumes.<\/p>\n

The infamous partnership with Bridgestone – the world\u2019s largest tyre maker – to distribute their tyres locally was terminated even before Sameer\u2019s exit from the tyre business.<\/p>\n

Yana\u00a0was one of the most marketed tyre brands in Kenya with the tagline, \u201cBuilt for African roads\u201d, and promising to \u201cget you there\u201d.<\/p>\n

\u201cThis is a unique product built and designed for this market, so there was actually a real demand,\u201d said Gitonga.<\/p>\n

He said requests to buy the brand after they exited the local market started flooding in, with consumers also enquiring about what had happened.<\/p>\n

\u201cSome called, saying \u2018now that you\u2019ve pulled out of the business, can you then allow us to continue with the brand?\u2019 We felt like this was not the right thing to do,\u201d said Gitonga.<\/p>\n

Unfair competition<\/p>\n

He pointed out that giving away the brand would have been akin to \u201cgiving away a better half of Sameer Africa\u2019s heart.\u201d<\/p>\n

The firm cited three main problems in deciding to shut down the tyre business – unfair competition from cheap imports, heavy cost structure attributed to retail operations, and disruptions in the supply chain.<\/p>\n

Gitonga said the new business model has a different \u201cvalue proposition\u201d and has relooked at how to engage with customers, its products and services.<\/p>\n

The previous business model comprised of both retail and wholesale, with the firm focusing more on retail, which was capital intensive, according to Gitonga.<\/p>\n

\u201cOur new model will include a distributor model covering the entire East Africa market. During the four years, the company will also leverage digital platforms to enhance market reach.\u201d<\/p>\n

The company will focus on the digital marketplace and push products through social media to reach the youth. The firm previously heavily relied on traditional advertising channels.<\/p>\n

The firm closed all retail centres and exited East African markets, and now only has one retail centre at the Sameer Business Park on Mombasa Road.<\/p>\n

Gitonga\u2019s main worry, as with most business leaders, is the performance of the economy ahead of next year\u2019s elections.<\/p>\n

\u201cIf people have money in their pockets, they will pay you on the spot,\u201d he said.<\/p>\n

For the business to pick up,\u00a0Sameer Africa\u00a0needs to sell large volumes and is betting on the government \u2013 one of the big buyers \u2013 to increase orders.<\/p>\n

Gitonga had been acting MD before being confirmed in January.<\/p>\n

Sameer\u2019s property portfolio provides annual returns of Sh300 million, which Gitonga hopes to grow in line with the four-year strategy.<\/p>\n

He said the real estate business will focus on industrial property development in both greenfield projects and value addition to existing properties.<\/p>\n

The firm also owns and generates rent from the Sameer Export Processing Zone (EPZ) Ltd\u00a0and Sameer Industrial Park on Nairobi\u2019s Mombasa Road.<\/p>\n

Sameer Group also has a lot of prime land, a bulk of which is along the capital city’s Mombasa Road. It is also targeting the growing market for A-grade warehousing.<\/p>\n

\u201cWe are looking at real estate in two ways. Where we have developed property, we can redevelop or enhance. Where there\u2019s none, we can start new developments,\u201d said Gitonga.<\/p>\n

Renting an A-grade warehouse costs about $6 (Sh640) per square metre, which is almost double that of the predominant current stock of older units that lack modern design features, such as cross-docking and intermodal facilities, observed Knight Frank in its\u00a0Africa Horizons\u00a0report.<\/p>\n

With a booming sophisticated road network and the Standard Gauge Railway, Kenya has become East Africa\u2019s top logistics hub, shoring up the demand for warehousing and storage spaces.<\/p>\n

On the property front, Sameer is not worried about the industry slump.<\/p>\n

\u201cProperty developers in commercial offices and housing are the ones suffering,\u201d said Gitonga.<\/p>\n","protected":false},"excerpt":{"rendered":"

AfricaPress-Kenya: Faced with the option of selling the trademark of the iconic Yana tyre brand, Sameer Africa opted for a comeback. The tyre business, which the listed firm exited less than a year ago, is estimated to have led to losses of Sh1 billion in the last two years. And it was a painful exit. […]<\/p>\n","protected":false},"author":84,"featured_media":23089,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,5,6,8],"tags":[7401,7595,7596],"class_list":["post-23085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-news","category-economy","category-files","category-homepage-english","tag-sameer-africa","tag-tyres","tag-yan-tyres"],"yoast_head":"\nWhy Sameer made U-turn on its tyre business - kenya<\/title>\n<meta name=\"description\" content=\"Faced with the option of selling the trademark of the iconic Yana tyre brand, Sameer Africa opted for a comeback.The tyre business\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Sameer made U-turn on its tyre business\" \/>\n<meta property=\"og:description\" content=\"Faced with the option of selling the trademark of the iconic Yana tyre brand, Sameer Africa opted for a comeback.The tyre business\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business\" \/>\n<meta property=\"og:site_name\" content=\"kenya\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/AfricaPressTunisiaa\" \/>\n<meta property=\"article:published_time\" content=\"2021-02-23T22:03:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.africa-press.net\/kenya\/sites\/28\/2021\/02\/why_sameer_made_utu6034cab8dbda9.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"586\" \/>\n\t<meta property=\"og:image:height\" content=\"570\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"cfeditoren\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"cfeditoren\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business\"},\"author\":{\"name\":\"cfeditoren\",\"@id\":\"https:\/\/www.africa-press.net\/kenya\/#\/schema\/person\/068c7ab4e9634ae78ec5d54ec46598bb\"},\"headline\":\"Why Sameer made U-turn on its tyre business\",\"datePublished\":\"2021-02-23T22:03:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business\"},\"wordCount\":1095,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.africa-press.net\/kenya\/sites\/28\/2021\/02\/why_sameer_made_utu6034cab8dbda9.jpg\",\"keywords\":[\"Sameer Africa\",\"Tyres\",\"Yan Tyres\"],\"articleSection\":[\"all news\",\"economy\",\"files\",\"homepage-english\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business\",\"url\":\"https:\/\/www.africa-press.net\/kenya\/files\/why-sameer-made-u-turn-on-its-tyre-business\",\"name\":\"Why Sameer made U-turn on its tyre business - 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